New ways of spreading food safety online: the role of food bloggers in risk communication
ISSN: 0007-070X
Article publication date: 27 July 2021
Issue publication date: 8 February 2022
Abstract
Purpose
Blogs have become a widespread means for the exchange of information, where topics regarding food and nutrition feature with increasing prominence. In the sphere of online risk communication, food bloggers are relevant actors because they pass on practical information about food preparation and crucial phases of food safety (preservation, handling and cooking of food). Moreover, they have the ability to reach user networks in a rapid and capillary manner. This paper focusses on the figure of the food blogger, the context in which he/she acts and his/her perceptions and type of communication of food safety issues.
Design/methodology/approach
Quantitative and qualitative data were collected using an online survey and an online training programme was implemented to actively engage food bloggers in the creation of food risk communication.
Findings
This study showed that a common reason for the creation of a food blog is the love for food and the practice of caring for themselves and others through food. Food bloggers feel responsible for taking care of their users by providing accurate information related to health and safety. Communication via blogs is based on the shared experiences of users, thereby representing a type of knowledge that is closer to direct practice. Interacting with these new actors in the field of food is important for institutions traditionally committed to promoting public health and food safety.
Originality/value
The research stands out for its innovative purpose of using the network of food blogs as a communication tool that overcomes the traditional linear communication model (top-down) to experiment with a new participatory model and spread to Internet users good practices related to food management.
Keywords
Acknowledgements
This study was funded by the Italian Ministry of Health as part of the RC IZSVe 05/2013 research project promoted by the Istituto Zooprofilattico Sperimentale delle Venezie (www.izsvenezie.it). The authors would like to thank the Food Blogger Italian Association and the food bloggers who participated in the survey, Demetra opinioni.net for administering and disseminating the online questionnaire, and Wiley Editing Services for language editing.
Citation
Brombin, A., Mascarello, G., Pinto, A., Crovato, S., Ricaldi, G., Giaretta, M. and Ravarotto, L. (2022), "New ways of spreading food safety online: the role of food bloggers in risk communication", British Food Journal, Vol. 124 No. 3, pp. 775-794. https://doi.org/10.1108/BFJ-01-2021-0044
Publisher
:Emerald Publishing Limited
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